An Empirical Investigation of Perceived Retail Human Crowding On Shopping Confusion and Store Loyalty

Retail shopper confusion signifies mental sub states confines within mental state usually taking place in shopping conditions. Although contemporary research concentrated on confusion which is relevant to products, the research investigated shopper confusion evoked by store environment. This study investigated effect of perceived human crowding on store loyalty through the intervening factors of tripartite categorization of mental activities into shopping confusion in terms of cognition (inefficiency), emotion (irritation) and conation (helplessness) within a comprehensive SOR (Stimulus-Organism-Response) model. The data source is a structured survey among customers (n=523) of a retail grocery stores across Pakistan. The results showed that perceived human crowding accelerate shopping confusion which is inclined to lessen store loyalty. The insights offered academics, retailers and grocery store managers a more full-bodied comprehension of the relationships between human crowding, shopping confusion and store loyalty.